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Tag: hyperlocal

  • Zee Media launches Pinewz, the citizen-led hyperlocal news app

    Zee Media launches Pinewz, the citizen-led hyperlocal news app

    MUMBAI: In a break from the top-down model of legacy newsrooms, Zee Media Corp has rolled out Pinewz, billed as India’s first hyperlocal, citizen-led news app. Timed with the seventy ninth Independence Day, the platform invites Indians to be both reporter and editor—capturing life as it happens in mohallas, markets, campuses and street corners.

    Rooted in the credo You are the reporter. You are the editor, Pinewz lets news flow from the ground up, not the other way round. Stories are geo-tagged to users’ Pin codes, offering highly localised feeds and a sharper barometer of public sentiment.

    To keep speed from killing accuracy, each report runs through an AI engine with blockchain-backed verification and editorial checks. “Pinewz is not just an app. It’s a movement that unites the digital citizen and the grassroots reporter,” said Pinewz chief business officer & director Priyadarshan Garg.

    The model, already tested in a pilot across several cities, has yielded stories on neglected infrastructure, civic hazards and emergencies—some triggering action before official response. Users can see their verified reports rise from neighbourhood news to state and national coverage.

    Zee Media says this is journalism “of the people, by the people, for the people” in the most literal sense. The only agenda: real issues, real voices, and real change.

  • Leo Burnett India goes hyperlocal, launches LB Regional to help brands maximise reach

    Leo Burnett India goes hyperlocal, launches LB Regional to help brands maximise reach

    Mumbai: Publicis Groupe owned Leo Burnett India has announced the launch of LB regional-a specialised division that aims to help brands maximise their reach with national audiences by understanding region-wise insights. LB regional will help brands create localised content to build relevance with national audiences.

    Often, marketing campaigns miss cultural nuances and appropriate generalised stereotypes of different communities. Leo Burnett Regional aims to break this cycle and help brands create region-appropriate content by bringing in experts from each region, making content more relatable and relevant. The specialised division currently focuses on five key languages-Tamil, Telugu, Malayalam, Punjabi, and Bengali-and has a team of creatives and writers who are experts in each of them. 

    “To succeed in today’s times, brands need to win in regions, not just nationally,” said Leo Burnett South Asia CEO and BBH India chairman Dheeraj Sinha, speaking about the launch of the division. “Often, brands have opportunities or problems that are typical of certain regions. We have to deploy region-up thinking, using insights from that region’s context, to be able to solve these. Also, there is a growing demand for local, vernacular, Indianised content, which, if done right, presents a big opportunity for brands to grow their audiences.” 

    “With this in mind, we have created this division which helps brands think and create regional-level solutions. We have already created local level interventions for some brands and have seen great results in going region-up rather than national-down in our thinking and creation,” he added.

    The strategy and thinking is backed by an in-depth quantitative survey undertaken by Leo Burnett India, spanning across ten states (Maharashtra, Tamil Nadu, Andhra Pradesh, Telangana, West Bengal, Karnataka, Rajasthan, Uttar Pradesh, Punjab, Chandigarh, Kerala, and Delhi), with 2,805 respondents across different age groups (18-30, 31-45, and 45+ age groups). The survey covers attitudes and sentiments across seven categories: food, mobility, finance, life motivations and relationships, health, and fashion.

  • Interactive Avenues launches hyperlocal marketing suite Caliper

    Interactive Avenues launches hyperlocal marketing suite Caliper

    MUMBAI: Interactive Avenues has unveiled its proprietary hyperlocal marketing product suite Caliper, that moves from the alpha stage to a closed beta launch.

    There has been a paradigm shift in consumer search behaviour, and a lot of research happens on products and experiences, which are proximity-based. Hyperlocal searches are growing at the rate of 55 per cent year-on-year, with 10X growth in local language searches.

    Caliper aims to solve endemic business problems like – local asset readiness, last mile optimization (offline conversions or digitally attributable sales), centralised or de-centralized modules for a business generating demand pan India, unification and optimisation across digital platforms, store/dealer level SEO, generating and measuring store walk-ins and many other category-specific-use cases.

    Interactive Avenues CEO Amar Deep Singh said, "We aim to help as many businesses get on to their digital journeys with ease. We want to successfully harness the true potential of digital by getting more personalised experiences for marketers backed by extremely robust measurement metrics contributing to business outcomes."

    He further added, "We’ve successfully tested the product with two of our leading clients in the retail and auto categories, and we’ve observed that participating dealership/stores have seen 230 per cent incremental sales and 79 per cent incremental walk-ins in comparison to non-participating dealers/stores. In the last four-five months, we have spent close to Rs 7.75 crore and delivered walk-ins, tele-ins, along with offline sales for both jewellery and auto category."

    IA is now moving Caliper to a closed beta stage for its key clients. What were humble beginnings trying to automate large deployments across platforms, has manifested into a full-blown hyperlocal product suite. The platform is extremely intuitive and can set up hyperlocal campaigns, activate digital media and a location-aware, hyper-personalised creative engine in a matter of hours.

    The templates are easy to use and the AI/ML modules make it simple for brands to just input their business goals and let the activations optimise purely on the business outcome.

    Interactive Avenues EVP Harish Iyer said, "Our full 360-degree experience of working across traditional brick and mortar businesses across categories, like, auto/CPG/retail/mobile OEMs, has given us a way to create the best-suited product suite for businesses to harness as well as create local demand and at the same time give them the best digital experiences."

    Interactive Avenues, which is the digital arm of Mediabrands India, is currently offering Caliper as invitation-only for non-Mediabrands clients.